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Trading Up: Why Consumers Want New Luxury Goods--and How Companies Create Them
     

Trading Up: Why Consumers Want New Luxury Goods--and How Companies Create Them

by Michael J. Silverstein, John Butman, Neil Fiske
 

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Trading up isn't just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pajamas at Victoria's Secret. Or a young professional buys only Kendall-Jackson premium wines. Or a construction worker splurges on a $3,000 set of Callaway golf clubs.

In dozens of categories, these new luxury brands now sell at huge premiums

Overview

Trading up isn't just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pajamas at Victoria's Secret. Or a young professional buys only Kendall-Jackson premium wines. Or a construction worker splurges on a $3,000 set of Callaway golf clubs.

In dozens of categories, these new luxury brands now sell at huge premiums over conventional goods, and in much larger volumes than traditional old luxury goods. Trading Up has become the definitive book about this growing trend.

Editorial Reviews

David Brooks
Incredibly smart and illuminating.... packed with insights on how shoppers think and behave.
Rebecca Mead
An upbeat survey of a range of consumer brands—Whirlpool, Belvedere, Williams-Sonoma—which, the authors argue, are successful because they appeal not just to the material needs of consumers but to their emotional desires.
The New Yorker
Harvey Schachter
Trading Up helps to explain an important trend and is interesting reading as a sociological study as well as business strategy.
The Globe and Mail
Robert Weisman
Anyone who has passed a Dunkin' Donuts to duck into a Starbucks recognizes the phenomenon. For brands that have smartly positioned themselves, from Victoria's Secret to Williams-Sonoma, trading up is paying off.
The Boston Globe

Product Details

ISBN-13:
9781591840701
Publisher:
Penguin Publishing Group
Publication date:
04/29/2008
Edition description:
Reprint
Pages:
320
Sales rank:
437,008
Product dimensions:
5.50(w) x 8.18(h) x 0.82(d)
Age Range:
18 Years

Meet the Author

Michael J. Silverstein is a senior vice president of The Boston Consulting Group and the coauthor of the business bestseller Trading Up. He works with leading companies around the world.

Neil Fiske is the former head of the Chicago office of The Boston Consulting Group and is now the CEO of Bath & Body Works.

John Butman is an established business author and journalist.

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